Social Influence
Conformity
Obedience
Minority Influence
Social Change
Asch
Zimbardo
Types and Explanations
Resistance
Social Psychological Factors
Dispositional Factors
Situational Variables
Milgram
Conformity is the tendency to change what we do, think or say in response to the influence of real or imagined pressure from others
Deutsch and Gerard (1955)
Herbert Kelman (1958) suggested that there are 3 ways in which people conform to the majority opinion
Identification
Internalisation
Compliance
Shallowest form
Conforming publicly but continuing to privately disagree
Moderate form where we act the same as the group because we share their values and want to be accepted
The change of belief/behaviour is temporary
A deep type where a person conforms publicly and privately because they have internalised & accepted the views
Deepest form
Normative Social Influence
Informative Social Influence
Developed a two-process theory that proposes there are 2 main reasons people conform, based on 2 central human needs
Following the crowd in order to fit in with the norm and be liked
AO3
Occurs when we wish to be liked by the majority, so we go along with them even though we may not agree
Schultz et al (2008)
Differences
McGhee and Teevan
Found that hotel guests exposed to normative messages that 75% guests reuse their towels reduced their own towel use by 25% suggesting people shape their behaviour to fit in
Research shows that NSI doesn't affect everyone the same way
E.g. people less concerned about being liked are less affected by NSI
Students high in need of affiliation more likely to conform
Showing the desire to be liked leads to conformity
A person will conform as they genuinely believe the majority to be correct
AO3
Occurs when we look to the majority for information as we are unsure what to believe
Lucas et al
Individual Differences
Wittenbrink and Henley (1996)
Found that ppts exposed to negative info about African Americans (framed as majority view) later reported more negative beliefs
Found that students conformed to an incorrect answer when they found the task difficult in maths
Showing people conform when they feel unsure
Perrin and Spencer found very little conformity and less likely to seek information from others
Explanations
Variations
Results
AO3
Procedures
Confederates agreed in advance what their responses would be
Each person in the room had to state aloud which line was most like the target line
Using the line judgement task, Asch put a naive ppt in the room with 7 confederates
There were 18 trials in total & confederates gave the wrong answer 12 times
The ppt didn't know this and was led to believe the other 7 were real ppts
The real ppt sat at the end of the row and gave his answer last
In some trials, the 7 confederates gave the wrong answer
The answer was always obvious
On average, 32% of ppts in each trial conformed to the wrong majority
75% conformed at least once
Measured the number of times each ppt conformed
Some ppts were convinced they were right but still conformed
Some recognised they saw things differently but thought they had eye strain or were seated at an awkward angle
A small majority stated they actually saw the lines that way
Group size
Unanimity
Task difficulty
Found little change once group size reached 4/5
3 is considered the optimal group size for conformity to occur
Found that conformity increased as the group size increases
3 or more, 32%
With two others, 13%
When one other confederate, conformity was 3%
Introduced a confederate that disagreed, reducing conformity
Enabled the real ppt to behave more independently
He was interested in whether a non-conformer would affect conformity
When the lines were more similar, it was harder to judge the correct answer
When we're uncertain, we look to others for confirmation
Made the line judgement task more difficult
Conformity increased
Articial
Limited application
Lacks Temporal Validity
Perrin & Spencer (1981) carried out the study 25 yrs later with engineering students and only one student conformed in 396 trials
Ppts knew they were taking part in research so may display demand characteristics
The task is unlike what we take part in everyday
Carried out the research in the US, and individualistic culture
Lowest rate of conformity (14%) found in Belgian students and highest (58%) found in Indian teachers in Fiji
Only men were tested so the results aren't generalisable to women
Demonstrates that conformity rates aren't universal and culture has an effect which Asch didn't consider
Results
Deindividuation
Procedure
AO3
Following reports of brutality by guards across America, he wanted to investigate if this was due to their personalities or the sitatuion and social roles
Prisoners
Guards
Zimbardo wanted to create a prison situation in the basement of Stanford University to observe the effects of ppts acting as guards and those acting as prisoners
From the volunteers, those deemed emotionally stable were selected and randomly assigned guard or prisoner
24 college students (white, middle class, males, healthy)
An advert was put in a newspaper asking for male students with pay per day for 2 weeks
Deloused, stripped and searched
Smock and prison ID number
Taken to a holding cell, kept blindfolded
Heavy chain bolted on ankle
Arrested at home and blindfolded
Rubber sandals and stocking cap
Instructed to do whatever necessary to maintain law and order and command respect
Identical uniforms, whistles, billy club, special sunglasses
Push ups were a common form of physical punishment
Beginning of day 2
Prisoners
Guards
Removed their stocking caps
Ripped off their numbers
Barricaded themselves inside the cell
Less than 36hrs into the experiment, a prisoner began to suffer from acute emotional disturbance, disorganised thinking and uncontrollable crying
Got a fire extinguisher and shot a stream of skin-chilling carbon dioxide
Forced the prisoners away from the doors
Broke into each cell
Stripped the prisoners naked
Took the beds out
Forced the ringleaders of the rebellion into solitary confinement
Began to harass and intimidate the prisoners
This means that they seemed unable to focus on who they were and fell into the role of being prisoner/guard
This was manipulated by humiliation of arrest and strip down and the punishments from the guards
He felt that deindividuation happened due to complete loss of individuation
The labelling of prisoners also helped this process as they had no personal responsibility
Internal validity
Demand characteristics
Real world application
Role of dispositional influences
Revealed the power of the situation
Ethical issues
Zimbardo's work has had important implications for the way we view cases of blind obedience
Has made very important contributions to our understanding of social influence
The guards at Abu Ghraib prison in Iraq (2003) were similarly affected which led them to behave in ways they would normally reject
The real guards were very creative in their 'evil' behaviour, just like in the study
Zimbardo had some control over the ppt variables as he had only selected emotionally stable ppts
Banuazizi and Mohavedi (1975) argued that the ppts were just play-acting rather than genuinely conforming
Zimbardo has been accused of over-exaggerating the power of the situation to influence behaviour as only 1/3 of the guards behaved in a brutal manner
The volunteers knew they were in a study but didn't know when it would take place so the shock of being randomly arrested and taken to the mock prison put them in a state of shock
Zimbardo was conforming to the social role of prison superintendent, he wasn't able to fulfil his ethical duty
It was considered ethical as he followed the guidelines of the Stanford University ethics committee that had approved with a government grant
Instead, they were exposed to the risk of psychological harm
The study had to end early because of this
A type of social influence which causes a person to act in response to an order given by another person
In the experiment, the aim was to investigate the obedience level participants would show when an authority figure tells them to administer electric shocks to another human
Procedure
Interested in the contradiction between the ordinariness of men involved in war crimes during the second world war and the terrible deeds they carried out
AO3
Method
Results
Participants
Volunteer sample - recruited through ads and mailing
Told the study was about learning
20-50 years old
Paid $4.50
40 male ppts
Told that the generator was connected to electrodes that were placed on the victim in the other room
Ppts were seated in front of the generator and asked to read a series of word pairs to the learner that had to memorise them
Ppts were taken to a separate room after watching the learner be strapped to a chair
If the learner was wrong, they would get shocked
Ppts were asked to draw a slip from a hat to pick their role but it was fixed
If ppts asked for advice, the experimenter had a set of prods
Confederates were used to play the experimenter and victim
A ppt who leaves before 450V was labelled defiant and those that stayed as obedient
Milgram created a fake shock generator that went from 15-450V
Filmed and notes were taken
Ppts were debriefed and met the confederate afterwards to show no harm done
Had 30 marked switches to indicate each voltage, moving up by 15V
Voltage increases after each incorrect answer
The learner gave a predetermined set of responses, 3 wrong 1 right
The experiment requires that you continue
It's absolutely essential that you continue
Please continue
You have no other choice, you must go on
12.5% stopped at 300V
65% shocked the maximum 450V
All 40 ppts obeyed up to 300V
After debrief, 84% said they were glad to have taken part
Hofling (1966)
Burger (2009)
Good External Validity
Social Identity Theory
Low Internal Validity
Alternative Explanation
Ethical Issues
It's important to remember that Milgram didn't expect his experiment to have such dramatic effects
Consulted psychiatrists before the experiment and concluded that most would shock to 150V and only 1% to 450V
Considered unethical by other psychologists
Milgram defended his work
The study had been criticised for not actually testing obedience
It has been suggested that the ppts guessed that the shocks weren't real and therefore, their behaviour wasn't being measured
Reveals something important about the relationship between authority figure and participant
Milgram argued that the lab environment accurately reflects wider authority relationships in real life
Said he would sign the right papers when he arrived 10 minutes later
21/22 nurses obeyed and started to prepare the dosage before they were stopped and debriefed
Phoned by an unknown doctor (confederate) and told to give 20mg to a patient (daily dosage clearly 10mg)
Explanations
Ppts were 22 staff nurses on night duty
The experiment studies obedience in a real-life setting
Set his experiment in a number of psychiatric hospitals in USA
Nurses said doctors often phoned through instructions and became annoyed if nurses questioned them
This doctor also said he would take responsibility
Found levels of obedience almost idential to Milgram
Temporal validity
Maximise the similarities and differences
Ppts were willing to continue giving shocks as they identified with the experimenter as a scientist
Favour our own group over any other group
As long as the prods related to the science, they were effective
People identify themselves as belonging to particular social group
They began to identify more with the learner
The ppts continued because they identified with science not obedience
As soon as a prod asserted authority, all ppts resisted
Clearly undermines Milgram's conclusions because they contradict his claim that his findings were due to accepting the authority
Uniform
Location
Proximity
AO3
Milgram changed the variables in a variety of ways in order to study proximity effects
One required the teacher to force the learner's hand onto the plate when he refused to answer
Also refers to the physical closeness of the teacher to the learner
In another condition, the experimenter left the room and gave the instructions over the phone
Refers to the physical closeness or distance of an authority figure to the person they are giving the order to
In the same room - 40%
In adjoining rooms - 66%
Touch proximity - 30%
Remote proximity - 20.5%
Frequently pretended to give shocks or weaker shocks than ordered
Refers to the place where an order is issued
Relevant factor that influences obedience is the status or prestige associated with the location
University setting - 65%
Run-down office downtown - 47.5%
People in positions of authority often have outfits that symbolise authority
Indicates who is entitled to expect our obedience
Lab coat - 65%
Ordinary member of the public - 20%
Cross-Cultural Replications
Lack of Internal Validity
Bushman (1988)
Obedience alibi
Bickman (1974)
Researchers were dressed in 1/3 ways
Researcher gave pedestrians 1/3 instructions
3 male researchers gave direct requests to 153 random pedestrians in Brooklyn
80% of ppts obeyed the guard, 40% obeyed the others
Tested the ecological validity of Milgram's work
Provide further evidence that obedience is influenced by the authority that a person seems to have
Milkman's uniform
Guard's uniform
Civilian clothing
That man is overparked, give him a dime
Pick up this bag
You have to stand on the other side of the pole
In uniform, 72% obeyed, business exec 48%, beggar 52%
When interviewed after, people claimed they had obeyed the woman in uniform because she appeared to have authority
Carried out a study where a female researcher dressed as a police officer, a business executive or a beggar, stopped people and told them to give change to a male reseracher for an expired parking meter
Suggests Milgram's findings aren't limited to American males
Suggests a robust phenomenon is being studied
Both the original and variations have been replicated in other cultures, finding similar results
Most replications are carried out in Western societies
Original study was criticised as ppts could've guessed that shocks weren't real and so the behaviour wasn't measured
It's even more likely that ppts in the variations realised it wasn't a real study and displayed demand characteristics
Suggesting that Nazis executing Jewish people was them only doing their duty implies they were also victims
Runs the risk of trivialising genocide
Some people consider a situational perspective on the Holocaust offensive because it removes personal responsibility
Legitimacy Theory
Agentic State
AO1
AO3
People have 2 ways of acting
People move from the autonomous state to the agentic state when confronted with an authority figure (agentic shift)
When we act as an agent of authority, we find it easy to deny responsibility as we are just following orders
If we obey an order that goes against our morality, we experience moral strain
Milgram proposed the agentic theory
Althought people may want to stop, they feel unable to due to binding factors (aspects of the situation that allow a person to minimise the damaging effect of their behaviour)
Research Support
Limited Explanation
Agentic state - individuals allow someone else to direct their behaviour
Autonomous state - individuals direct their own behaviour and taken responsibility for the consequences
Blass and Schmitt (2001) found that people who saw Milgram's study blamed the experimenter, indicating they believed the ppts were agents of authority
The explanation is also supported by historical events
Milgram's research demonstrated how the majority of people follow instructions even when acting against their own conscience
It could be due to personality rather than the situation
Agency theory cannot explain why some people disobey figures
There are alternative reasons why people obey an authority figure
AO1
AO3
This authority is justified by the individual's position of power within a social hierarchy
Kelman and Hamilton (1989) suggest 3 main factors to explain obedience
We are more likely to obey people who we perceive to have authority over us
Legitimacy of the system
Legitimacy of authority within the system
Legitimacy of demands given
Concerns the extent to which the body is a legitimate source of authority
This is the power individuals hold to give orders because of their position in the system
This is linked to status and hierarchy within a particular establishment
Refers to the extent with which the order is perceived to be a legitimate area for the authority figure
Cultural Differences
In some cultures, authority is more likely to be accepted as legitimate and entitled to demand obedience
Reflects the ways that diff. societies are structured and are raised to perceive authority figures
Legitimacy theory is a useful account of cultural differences in obedience
Adorno (1950)
Authoritarian Personality
Factors associated with an individuals' personality
AO3
A high level of obedience is like a psychological disorder
Procedure
Claimed a particular personality type is more likely to obey an authority
Findings
Was interested in invesigating why Nazi soldiers were so willing to persecute and kill members of minority groups
Developed an F scale to measure the relationship between a person's personality type and prejudiced beliefs
Ppts who scored highly had authoritarian personalities
Study of more than 2000 middle class, white Americans and their unconscious attitudes towards other racial groups
Very conscious of their own and others' status
High scorers had a particular cognitive style
Those that scored highly identified with 'strong' people and were generally contemptuous of the 'weak'
No grey areas between categories of people
Had fixed and distinctive stereotypes about other groups
Strong positive correlation between authoritarianism and prejudice
Distinct personality pattern characterised by strict adherence to conventional values and a belief in absolute obedience
Characteristics and Associated Behaviour
Provided a possible explanation for why some people require little pressure to obey
Development of the Authoritarian Personality
General hostility towards other groups
Intolerant of ambiguity - anything that cannot be defined in clear cut way
Rigid beliefs in conventional values
Submissive attitudes towards authority figures
Very traditional ideas - dislike of change or disorder
Has a dominating and bullying manner
Cannot tolerate behaviour that is 'wrong' in anyway
Respectful to authority figures
Unconscious hostility
Displacement
Very disciplined upbringing
Prejudice
Parents are harsh and show little affection & issues severe punishments
Consciously have very high opinions of their parents but unconsciously feel very aggressive towards them
Hostility displaced onto safer targets
Results in prejudice views and discriminatory behaviour
Social Identity Theory
Political Bias
Limited Explanation
Methodological Problems
Research Support
Found that those who went to 450V scored higher on authoritarianism tests & lower on scales of social responsibility
Support Adorno's claims although only a correlation
Milgram & Alan Elms (1966) conducted a follow-up study
Large body of evidence to indicate people who are very rigid and conservative have been brought up in the way Adorno described
Hard to explain obedience in majority of a population
Favour our own group over any group we don't belong to
Maximise the similarities within the group & differences between our group and others
People identify themselves with particular social groups
In reality, left wing also emphasises the importance of complete obedience
The theory is limited as it can't accont for obedience across the whole political spectrum
The 'F' scale measures the tendency towards an extreme right wing ideology
Knowing the ppts test scores meant they knew whether the interviewee was likely to have the personality type
Their questioning would have been guided by this
Interviews were vulnerable to interviewer bias as the interviewers knew the hypothesis of the study
May have recorded only the information they needed to confirm their hypothesis
Social Support
Locus of Control
The ability of people to withstand the social pressure to conform to the majority or to obey authority
AO1
AO3
They act as models to show others that resistance is possible
Conformity
The presence of people who resist can help others to do so
Obedience
Research Support - Conformity
Research Support - Obedience
Reduced by a dissenting peer and the effect isn't long-lasting
Asch
Conformity reduced to 5.5% when one confederate gave a diff. answer
True even when the confederates answer was also wrong
Social support breaks the unanimous position of the majority
Reduced by one other dissenting partner
The dissenter's disobedience frees the ppt to act on their own conscience
Milgram
Obedience dropped to 10% when genuine ppts were joined by a disobedient confederate
Independent behaviour increased to 90%
People are more confident to resist if they can find an ally
Even if the dissenter wore thick glasses and had vision problems
Allen & Levin (1971) found independence increased with one dissenter in an Asch type study
Resistance isn't motivated by following someone else but frees the pressure from the group
Gamson et al (1982) found higher levels of resistance in their study than Milgram
They were in groups
Had to produce evidence to help an oil company run a smear campaign
29/33 groups rebelled (88%)
Peer support is linked to greater resistance
AO1
AO3
Contradictory Evidence
Role of LOC may be Exaggerated
Research Support - Obedience
Internals believe they are mostly responsible for what happens
Externals believe that things happen without their control
Rotter (1966) proposed a concept concerned with internal vs external LOC
People with internal LOC are more likely to resist
The sense we have about what directs events in our lives
If someone takes personal responsibility, they are more likely to base their decisions on their own beliefs
People with high internal are more self-confident, achievement-oriented, intelligent and need less social approval
Only 23% of externals didn't go to 450V
37% of internals showed independence
Holland (1967) repeated Milgram's study and measured LOC
Increases the validity of the LOC explanation in resistance
If resistance was linked to internal, we would expect people to become more internal
People have become more resistant but more external
May be due to changing society where many things are outside personal control
Twenge et al (2004) meta-analysis from American obedience studies over 40yrs
Suggests that LOC can explain only a limited range of situations
LOC is not as important as suggested
Rotter et al (1982) found LOC is only important in new situations
Moscovici
3 Factors
Most likely to lead to internalisation
Process of Change
A form of social influence where a minority rejects the established norm of the majority and persuades the majority to move to the minority position
AO3
In second part, answered green 24 times and blue 12 times
A control group was used with no confederates
In the first part, 2 confedereates answered green and were completley consistent
Shown 36 slides which were clealy diff. shades of blue and asked to state hte colour outloud
Results
Ppts were given eye tests to ensure they weren't colour blind and then placed in a group of 4 other ppts and 2 confederaets
Conclusion
For the experimental, 1.25% were green when inconsistent
8.42% when consistent
Only 0.25% of the control group responses were green
Moscovici's experiment suggests that minorities can influence majority
It indicates that this influence is more effective when consistent
Later research largely confirmed these findings
Commitment
Consistency
Flexibility
Consistency makes others rethink their own views
Synchrony - people in minority all saying the same thing
Over time, consistency in the minority increases hte amount of interest
Diachronic - minority saying the same thing for a long time
Important that these activities are at some risk to the minority to demonstrate commitment to the cause
Increases the amount of interest - augmentation principle
Minorities engage in extreme activities to draw attention to the cause
Researchers have questioned whether being consistent alone is enough
Nemeth (1986) argued if the minority is inflexible and uncompromising the majority is unlikely to change
Had to decide on the amount of compensation to give a ski lift victim
When the confed wouldn't change from a low amount, the majority stuck together at the higher
When the confed changed his compensation offer a bit, so did the majority
Constructed a mock jury with 3 genuine ppts and 1 confed
Over time, people 'convert' and switch from the minority to the majority (more this happens, the faster the rate of conversion - snowball effect)
Gradually, the minority view becomes the majority and social change occurs
All 3 factors make people think about the topic
Research Support for Depth of Thought
Artificial Tasks
Research Support for Consistency
Effect of Minority may not be Apparent
When the minority were inconsistent, they were generally ignored
Moscovici demonstrated that when minority are consitent, they can influence the majority
Later research has confirmed these findings
Another group heard a majority endorsing the initial view
Ppts were then exposed to a conflicting view and their support was measured again
One group of ppts heard a minority endorsing the same view
Martin et al (2003) gave ppts a message supporting a particular viewpoint and measured their support
People were less willing to change to the new view if they had listened to the minority
Suggests that the minority message was more deeply processed and had a more enduring effect
Findings lacks external validity and have limited real world applications
Most studies don't capture the commitment of the minorities including the social support that members give each other when the majority hostility overwhelms them
Real life situations are more complicated
The tasks are artificial
Moscovici found higher agreement with minority when ppts wrote their answers down
Shows internalisation took place
People may be reluctant to admit their conversion publicly
Minority Influence
Conformity
This process occurs continually but gradually, with minority influence being the main driving force
Obedience
Occurs when societies as a whole adopt new attitudes, beliefs and behaviours
AO3
Moscovici (1980) called this 'conversion'
Steps
If an individual is exposed to a persuasive argument under certain conditions, they may change their views to match the minority
Consistency of position
Deeper processing
The augmentation principle
Snowball effect
Drawing attention to the issues
Social cryptomnesia occurs
Highlighting a concern
Displaying an unswerving message and intent
Many people who accept the status quo start thinking further
Minorities take risks to further the cause
People switch from a majority position to a minority one
People know change has occurred but some have no memory of the events leading to the change
Dissenters make social change more likely
Majority influence and NSI
This enabled others to dissent
Asch's research demonstrated that when one confederate always gave the correct answer, this broke the power of majority
They provide information about what others are doing
Social change is encouraged by drawing attention to the majority's behaviour
Environmental and health campaigners explot conformity by NSI
Disobedient models make social change more likely
Gradual commitment leads to drift
In his variation, when one confed refused to give shocks, the rate of obedience dropped significantly
Milgram's research demonstrated the importance of disobedient role models
Zimbardo (2007) suggested how obedience can be used to create social change - once a small commitment has been made, it becomes more difficult to resist a bigger one
People drift into a new kind of behaviour
Nature of Deeper Processing has been Questioned
Identification is Overlooked
Minority Influence is only Indirectly Effective
Methodological Issues
Research Support for Role of NSI in Social Change
The message was that most residents were trying to reduce their energy usage
As a control, some residents had a diff. message that asked them to save energy
Hung messages on front doors in San Diego every week for 1 month
Findings showed a sig. decrease in energy use in the group informed 'most residents'
Nolan (2008) investigated whether majority influence led to a reduction in energy consumption
Suggestst that MI has limited effect in short time and genuine social change from MI only occur after long periods of time
MI is frequently more latent than direct as it causes potential for social change not actual change
Nemeth (1986) suggests that the effects of minority influence may only be indirect and delayed
Effects of MI are delayed as the effects may not be seen in society for some time
Indirect as the majority is only influenced on matters related to the issue not the actual issue
The majority may avoid aligning with the minority as they don't want to be seen this way
The minority message would have very little impact as the focus would be on the source of the message not the message itself
Potential for minorities to influence social change is often limited as they are seen deviant by the majority
Minorities have to avoid being potrayed as deviants and also make people embrace their position
Minorities can't be influenial unless they attract the majority attention
If they are seen as too off-putting, the majority won't consider the message
Being able to identify with a minority is as important as agreeing with their views
This is why it's important minorities behave in ways that put their case in the majority's focus
Trivial tasks used in some studies don't reflect real-life situations
Practical steps based on research have proven effective in bringing change, suggeting the link is partially valid
Explanations are limited due to methodological issues